You know that sinking feeling when your weekly newsletter gets a 12% open rate? I've been there. Years ago, I was obsessed with email metrics that told me nothing about whether my audience actually cared about what I was sharing.
Here's the truth — open rates are vanity metrics. They make us feel good (or terrible) but don't predict whether your people will stay, perform, or feel connected to your company's mission. So what does?
The metrics that actually matter
Engagement depth over surface clicks. Instead of counting opens, track how long people spend reading. Are they scrolling through your entire update or bouncing after five seconds? Analytics tools can show you real engagement time, not just whether someone's email client loaded images.
Action rates tell the real story. When you share a new policy or announce a training session, how many people actually follow through? This metric connects your communications directly to business outcomes. If you're announcing a benefits enrollment and only 15% of eligible employees sign up, your messaging needs work — regardless of your open rates.
Two-way conversation indicators. The best internal communications spark dialogue. Track replies, comments, and questions. When I started measuring response rates instead of just opens, I discovered that shorter, more personal messages generated 3x more employee interaction than polished corporate updates.
Employee sentiment shifts. Use pulse surveys to connect your communications with how people actually feel. Are your messages moving the needle on job satisfaction, clarity about company direction, or sense of belonging? These connections reveal whether your words translate into workplace culture improvements.
Retention correlation. Here's a game-changer: track whether employees who engage with your communications stay longer. High performers who regularly read and respond to internal updates tend to stick around. This metric proves your communication's real business value.
Making the shift practical. Start small. Pick one important message next week and track something beyond opens. Maybe it's click-throughs to a new resource or responses to a feedback request.
Ask yourself: "What do I want people to do differently after reading this?" Then measure that behavior change, not just email statistics.
The payoff is worth it
When you measure what matters, you'll discover which messages resonate and which fall flat. You'll spend less time crafting perfect subject lines and more time creating content that genuinely helps your team succeed.
Your employees deserve communications that add value to their work lives. Start measuring whether you're delivering on that promise, and watch both engagement and business results improve.
Remember — you're not just sending messages. You're building connections that fuel your organization's success.